Trulia (TRLA-2.6%) and ValueClick (VCLK+2%) head in opposite directions after Goldman starts the former at Neutral, and the latter at Buy. Goldman sees Trulia benefiting from the housing recovery, strong online real estate ad uptake, and growing mobile activity, but is worried about competition and a steep valuation (20x 2014E EV/EBITDA). ValueClick, meanwhile, is seen as the "purest play" in the online ad tech space (ad tech ops make up 60% of sales).